1. Marketing Today
Evans & Berman
Chapter 1

2. Chapter Objectives
To illustrate the exciting, dynamic, and influential nature of marketing
To define marketing and trace its evolution—with emphasis on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing
To show the importance of marketing as field of study
To describe the basic functions of marketing and those that perform these functions

3. Text Overview All marketing efforts are directed to the consumer
Environmental analysis
Product
Price
Distribution
Promotion
Marketing
management
Environmental
analysis
Price
planning
Total
Marketing
Effort
Broadening the
scope of
marketing
Promotion
planning
Consumer
analysis
Product
planning
Distribution
planning

4. Marketing Definition
Marketing is the Anticipation, Management and Satisfaction of Demand through the Exchange Process.

5. Mnemonic: Definition of MarketingS
exchange process S F R

6. Definition of Marketing
Anticipation of Demand requires a firm to do consumer research in anticipation of market’s potential and consumers’ desires.
Management of Demand includes:
Stimulation: motivates consumers to want firm’s offerings
Facilitation: makes it easy to buy offerings
Regulation: involves balancing inventory to consumer demand

7. Definition of Marketing
Satisfaction of Demand involves product availability, product performance, perceptions of safety, and after-sale services.
An Exchange Process includes the agreement for payment: cash/credit/promise to pay or support for a firm, institution, idea, or place.

8. Ethical Exchanges Exchanges must be done in socially responsible way
Both buyer and seller should consider impact on society and environment
Seller
Buyer

9. Consumer & Publics’ Demand
Consumer Demand refers to final and organizational consumers
Publics’ Demand refers to needs of unions, employees, stock holders and general public

10. How Marketing Evolves Barter Era Production Era Marketing Dept. Era
Co. Era
Sales
Era

11. How Marketing Evolves Barter Era One- on-One Trading Production Era
Demand Exceeds Supply
Sales
Era
Supply Equals Demand
Marketing
Dept. Era
Supply Exceeds Demand
Marketing a Sub-sidiary Function
Marketing
Co. Era
Supply Exceeds Demand
Integrated Role for Marketing

12. The Marketing Concept Goal Orientation Consumer Orientation
Integrated Marketing Focus
Market-Driven Approach
Value-Based Philosophy

13. Contrast in Marketing/Selling Philosophies

14. Focus of Selling Philosophy
Production
Consumption
Selling

15. Focus of Marketing Philosophy
Integrated
Marketing
Effort
Consumer
Need
Evaluation
Achievement of Organizational Goals
Consumer
Satisfaction
Feedback

16. Selling Philosophy Output “Sold” to Consumers
Looks at Individual, Single Consumer
Seeks Sales Rather than Profit
Short-Term Goal Orientation
Concerned with Current Inventory Reduction
Narrower View of Consumer Needs
Little Adaptation to Environment
Informal Planning and Feedback

17. Marketing Philosophy Consumer-Oriented
Stresses Research and Consumer Analysis
Looks at Groups of Consumers
Profit-Oriented
Directed to Long-Range Goals
Two-Way Interactive
Process
Appropriate Adaptation to Mkting Environment
Broad View of Consumer Needs
Integrated Planning and Feedback

18. Factors That Affect Customer Satisfaction
Friendly Employees
Courteous Employees
Helpful Employees
Knowledgeable Employees
Overall Customer Satisfaction
Accuracy of Billing
Quick Service
Billing Timeliness
Billing Clarity
Courteous Employees
Competitive Pricing
Good Value

19. Relationship Marketing
Through Relationship Marketing, companies build customer satisfaction and increase long-term customer loyalty.

20. Customer Service
Customer Service tends to be intangible, but quite meaningful, to many customers.
In today’s highly competitive, global marketplace, the level of customer service a firm provides can affect its ability to attract and retain customers more than ever before.

21. Marketing Performers Final Consumer Manufacturer or Service Provider
Organizational Consumer
Basic Marketing Performers
Marketing Specialist
Wholesaler
Retailer

22. Marketing Performers Include: Consumers Manufacturers
Service Providers
Wholesalers
Retailers
Marketing Specialists

23. Basic Functions of Marketing Text Chapters
See Chapters 3 & 22
See Chapters 20–21
Environmental
analysis &
research
See Chapters 2 & 4
Marketing
management
Price
planning
See Chapters 17–19
See Chapters 5–7
Total
Marketing
Effort
Broadening
the scope of
marketing
Promotion
planning
See Chapters 14–16
See Chapters
8–10
Consumer
analysis
Product
planning
Distribution
planning
See Chapters 11–13

24. 8 Marketing Functions Environmental analysis and marketing research:
Monitoring and adapting to external factors that affect success or failure, such as the economy and competition; and collecting data to resolve specific marketing issues.
Broadening the Scope of Marketing:
Deciding on the emphasis to place, as well as the approach to take, on societal issues, global marketing, and the Web.
Consumer analysis:
Examining and evaluating consumer characteristics, needs and purchase processes; and selecting the group(s) of consumers at which to aim marketing efforts.

25. 8 Marketing Functions continued
Product planning (including goods, services, organizations, people, places, ideas):
Developing and maintaining products, product assortments, product images, brands, packaging, and optional features, and deleting faltering products.
Distribution planning:
Forming logistical relationships with intermediaries, physical distribution, inventory management, warehousing, transportation, allocating goods and services, wholesaling, and retailing.
Promotion planning:
Communicating with customers, the general public, and others through some type of advertising, public relations, personal selling, and/or sales promotion.

26. 8 Marketing Functions continued
Price planning:
Determining price levels and ranges, pricing techniques, terms of purchase, price adjustments, and the use of price as an active or passive factor.
Marketing management:
Planning, implementing, and controlling the marketing program (strategy) and individual marketing functions; appraising the risks and benefits in decision making; and focusing on total quality.

27. Chapter Summary
This chapter illustrates the dynamic and influential nature of marketing from the perspective of businesses and consumers.
It provides a definition of marketing and traces its evolution—with emphasis on the marketing concept, a marketing philosophy, customer service, and customer satisfaction and relationship marketing.
The chapter shows the importance of marketing as a field of study.
It describes the 8 basic functions of marketing and those that perform these functions.